HELLO! GLAD YOU ARE HERE.
I build digital health and fitness products — and I started on the gym floor.
Nine years coaching athletes and members through strength, conditioning, and group fitness taught me what actually makes someone come back next week. The last decade I've spent building the products that scale that experience to millions, at Nike, Orangetheory, Tonal, and Les Mills. Nearly twenty years in, I still sit where user experience meets content production — connecting people to the thing that makes them want to move.
Today I'm Principal Director of Digital Products at Les Mills International, where I own a ~$20M portfolio of connected fitness products serving 22,000+ clubs worldwide. I lead our hardware and content partnerships — including bringing Life Fitness' connected cycle bike to market — along with the platform, rights, and content strategy underneath them.
I care about getting to the core of what people actually need, and I'd rather test an assumption than defend one. I work best with cross-functional, empowered teams tackling problem and solution discovery together, and I bring an open mind to the perspectives that don't match mine. I'm also relentless about the unglamorous part — the artifacts, tools, and processes that decide whether a good idea survives contact with reality.
My superpowers are empathy and tenacity, and my mantra is "All in on All in." I'm a true believer in teamwork to make the dream work. I'll always challenge the status quo and be a champion for the underdog. Fierce, curious, and chasing a better version of myself every damn day.
Vision
A world were everyone is contributing with their full potential; where each person uses their intrinsic genius and leadership to deliver outstanding consumer-centric experiences.
Mission
To build innovative health and wellness experiences, designed to inspire people to love movement.
My vision and mission
What people say about working with me….
“Dawn was one of the first PMs I met who wasn’t afraid to challenge the status quo of how we collected user feedback in order to go past the saturated “feedback threshold” we had gotten to, really driving us to get the right kind of feedback to add customer value and go from 1-N. She is smart and driven and able to get analytical in a way that goes beyond what a typical data analyst might offer, achieving harmony between both hard metrics and soft metrics. I was impressed by her ability to look past the “how” of her projects and delve into the “why.” This meant that she was able to bring a much more holistic look into whether or not the content approach was fulfilling the actual business need, going beyond just meeting the requirements but also driving customer value and expanding into new customers.All of this, while also being very pleasant and fun to be around!”
“I’ve never met someone who can navigate risks and find workarounds as good as Dawn. She will go to great lengths to ensure that exceptional products/content go to market.
Dawn is a fearless leader with deep knowledge of the health & fitness industry.
Dawn is my forever coach. I’ve been privileged to learn so much from her over the past 5+ years.”
“I worked side by side with Dawn for many years and was fortunate to witness Dawn’s skills and leadership progress and sharpen. A key attribute of Dawn’s is a relentless pursuit of improvement with a growth mindset, never settling, and always looking to not only challenge herself but lift others around her in that pursuit. Elements that always held true were her commitment to her team, her product, and to her own integrity. When others talked, Dawn owned action. When others wavered, Dawn stabilized. When things became difficult Dawn leaned in. What I most appreciated was her predication for strategic action. Looking to advance quickly and efficiently across the multi dimensional competing priorities and do it with poise and precision. My favorite thing about working with Dawn was the pure fun. Work hard, have fun mentality that can keep the difficult times manageable and she can glue a team together like no other. Current team mates of mine, ex-colleagues, and myself continue to use her as sounding board, a trusted resource, and everyone calls Dawn their friend. ”
Experiences
My story isn’t complete without meeting my family….
Angus
Tilly
Finn
My husband Jeff and I - we love to go hiking